Who we are
Melissa Fretwell is the founder. Most of her career has been about telling marketing stories from the world of music and entertainment. Working across a range of demographics with a specialism for understanding the highly prized 16-34 year olds. She’s a chartered marketeer and CIM mentor. She thrives as an independent brand and marketing strategist working with fascinating challengers from music, to parenting, to youth charities and sustainable fashion. She’s also a Business Director at Hoxby working with clients new to TV like Etsy. Hoxby is B Corporation Certified social enterprise of more than 1,000 handpicked, diverse and global freelancers who work remotely. She launched White Camino after seeing so many smaller businesses unable to unlock the potential of their brand or simply without the bandwidth to get stuck in.
Partnering with Laura Lyon Trends ensures the consumer is placed front and centre for all marketing thinking around your consumer proposition and brand positioning. Laura has over 12 years experience of ensuring market research, trends and insights underpin strategies for major media brands. As an independent researcher she works with challenger brands in areas including diversity and inclusion in the workplace and issues affecting women in the Middle East. All research solutions are bespoke and tailored to the brief. I’m sure you’d expect nothing less.
I'm CIM chartered Marketing Director with a background in both traditional and digital media and over 15 years experience of marketing for entertainment brands from UKTV and Channel 4.
I'm obsessed with creating strategies for challenger brands and start-ups, helping them tell their most compelling story. I deliver pro bono marketing support for youth charity Ideas Foundation and sit on their creative advisory board.
I have over 12 year’s experience of ensuring market research, trends and insights underpin strategies for major media brands including BBC Worldwide, The Guardian and Channel 4. I am motivated by furthering clients' understanding of people and the wider world, so that they can bring about positive change in the future.